What Roger & Roger does

Roger & Roger is a Belgian family-owned private label manufacturer of potato and corn snacks, founded in 1999 and headquartered in Mouscron, Belgium. The company produces eight core product formats — Flat, Ribble, Nachos, Hand Cooked, Waves, Sticks, A l'Ancienne, and Snacks — across more than 150 flavors, supplying retailers in over 20 countries. Production runs on fully automated lines from a primary site in Mouscron and a satellite facility in Hungary (operational since 2021, doubled in 2023), with distribution supported by two automated warehouses and a new logistics depot in France opened in 2025. Manufacturing technology includes the world's largest chips oven (installed 2020), 100% high oleic sunflower oil processing (since 2008), 100% gluten-free production (since 2018), and an in-house R&D laboratory (opened 2015) for product and packaging innovation.

The business model centers on private label manufacturing for retail chains under multi-year contracts, with quote-based pricing negotiated on volume and specification; the company positions itself as a long-term, quality-led preferred supplier rather than a brand-led player. This private label activity is complemented by an in-house brand portfolio including Croky (acquired 2004), Crokido, Roger & Roger Hand Cooked, and Crackito, which are sold through retail channels as brand extensions. Revenue is not publicly disclosed and the ownership remains concentrated in the Dick family with no institutional capital or listed securities. Certifications (BRC, IFS, SMETA, FCA, BIO) and full potato traceability across Belgian, Dutch, German and French farms underpin the regulatory and quality positioning required to serve European private label customers.

Name

Roger & Roger

Legal name

Roger & Roger NV

Website

https://rogerandroger.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

251–500 employees

Short description

Roger & Roger is a Belgian family-owned private label snack manufacturer producing 150+ flavor potato and corn snacks across eight formats for European retailers, with production in Belgium and Hungary and in-house brands including Croky.

Ownership category

akta.pro rank

Product category

Private Label Snack Manufacturing

NAICS

Cookie and Cracker Manufacturing (311821), Bakeries and Tortilla Manufacturing (3118), Food Manufacturing (311)

SIC

Cookies & Crackers (2052), Food And Kindred Products (2000)

akta.pro primary industry

Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE)

akta.pro secondary industries

Potato & Vegetable Chips Manufacturing (AFAKAIAA), Tortilla & Corn Chips Manufacturing (AFAKAIAB)

Keywords

• Private label snacks
• Potato chips manufacturing
• Corn snack production
• Snack food manufacturer
• Crisps and tortillas

Headquarters

HQ city

Mouscron

HQ country

Belgium

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Private Label Manufacturing: Majority of production is destined for private labels. Nearly all retailers offer products under their own labels, supplied by Roger & Roger. The company maintains intensive long-term relationships with private label customers to meet their specific quality requirements.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Roger & Roger is an international private label manufacturer of potato and corn snacks, producing a wide range of crispy products including flat, ribble, nachos, hand-cooked, waves, sticks, A l'Ancienne, and bite-sized snacks in more than 150 flavours. The majority of output is destined for retailers' own private labels under long-term contracts, complemented by in-house consumer brands such as Croky, Crokidos, and Crackito.

Product overview

Roger & Roger is a Belgian private label snack food manufacturer offering an extensive range of potato and corn-based snacks. The product portfolio includes Flat, Ribble, Nachos, Hand Cooked, Waves, Sticks, A l'Ancienne, and Snacks product lines - all positioned as premium crispy snacks. The company operates as both a private label manufacturer (producing for retail chains under their store brands) and maintains several in-house consumer brands including Croky, Crokidos, Roger & Roger Hand Cooked, and Crackito. The company offers more than 150 flavours across its product range and exports to approximately 20 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Croky: Popular Belgian snack brand, originally acquired in 2004 as Croky-Benelux brand.
• Crokidos
• Roger & Roger Hand Cooked
• Crackito

Products and services

• Flat

Quantifiable outcome

• More than 150 flavours and wide variety of snack products in every shape and size
• +4 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Potato Farmers (Belgium, Netherlands, Germany, France)OthersRoger & Roger sources potato varieties specially developed for crisp production from farmers in Belgium, the Netherlands, Germany, and France. The company personally inspects fields and provides professional advice to farmers, monitoring crops from planting to harvest to ensure the highest quality raw materials.

Scale indicators6 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• PepsiCo (Frito-Lay): Global snack market leader via Frito-Lay (Lay's, Doritos, Cheetos). Larger branded competitor defining the shelf and category dynamics against which all private label players including Roger & Roger compete.
• Valeo Foods Group: Irish-headquartered branded and private label food conglomerate with a snacks segment (incl. Batchelors, Jacob's). Broader portfolio than Roger & Roger but overlapping customer set in UK/Irish private label snacks.
• Mondelez International: Global snacks conglomerate (Cadbury, Oreo, BelVita, Ritz). Competes in adjacent baked-snack categories and is a benchmark for CPG M&A activity that could impact Roger & Roger's strategic landscape.
• Kellanova (Pringles business): Owner of Pringles, a major global stacked potato crisp brand. Comparable in the flavored crispy snacks segment and a relevant reference for category pricing and shelf competition.

Direct peers

• Tayto Group: Irish family-owned snack manufacturer producing branded (Tayto) and private label potato crisps and snacks across UK and Ireland. Closely comparable in private label + branded dual strategy and product category.
• Intersnack Group: German family-owned private label salty snack manufacturer producing potato crisps, nuts, and savory snacks across Europe. Closest direct peer given overlapping private label model, European footprint, and product range comparable to Roger & Roger.
• European Snack Group: European private label snack producer (formerly part of Arovit/Intersnack heritage) manufacturing potato crisps and snacks for retailer own-label. Comparable as a focused private label crisps supplier competing for the same European retailer tenders.
• Lorenz Snack-World: German private label and branded snack company (Lorenz, Crunchips, Pombar) producing potato crisps and savory snacks across Europe. Directly comparable in product mix, private label + branded dual model, and European retail customer base.
• KP Snacks: UK-based private label and branded snack manufacturer (Tyrrells, Pom-Bear, Hula Hoops). Highly comparable as a private label and branded crisps/snacks producer with overlapping customer base of UK and European retailers.
• Humdinger Foods: UK private label manufacturer of nuts, crisps, and savory snacks. Comparable as a focused B2B private label snack supplier competing for similar UK and European retailer contracts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Roger & Roger